SAN JUAN, Puerto Rico – The ongoing fragmentation of the media marketplace has challenged advertisers to determine how they’re reaching viewers who are dividing their time among linear television and digital video channels. Going into this year’s upfront sales season for television networks, marketers want to unify their media-buying strategies as they seek to engage consumers.

This plan of action “became less of a ‘nice to have’ and more of an imperative to understand the video investment holistically, understanding waste and overlap,” Valerie Bischak, general manager and head of growth at ad-tech firm Amobee, said in this interview with consultant Zach Rodgers at the Beet Retreat.

Media buyers and sellers need tools to help them set the value of advertising transactions – or a “currency” that’s rooted in common standards of measuring the reach and frequency of advertising. There is a pressing need to develop these currencies after the Media Rating Council, a trade group, suspended its accreditation of Nielsen’s national television service.

“The conversation about measurement and currency is very active,” Bischak said. “There’s still work to do in terms of what do we do with these new currencies. We’ll see pilots. We’ll see testing. I don’t know that we’ll see a lot of primary currencies displacing entirely Nielsen just yet.”

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